John T. Gourville
There are 4 articles for this faculty member.
Extremeness Seeking: When and Why Consumers Prefer the Extremes
| Authors: | John T. Gourville and Dilip Soman |
|---|---|
| Published: | May 31, 2007 |
| Paper Release Date: | May 2007 |
| Feature: | Working Papers |
When can variety be helpful and when can it be harmful? Conventional wisdom suggests that a product provider enhances the overall attractiveness of a set of options by adding more alternatives to the mix. By contrast, Gourville and Soman's research indicates that in certain, predictable cases, adding more alternatives to an assortment leads consumers to choose either the most basic or the most "fully loaded" product or service, be it a camera, car, cable TV service, laptop, or vacation package in Italy.
Published in 2005
When Product Variety Backfires
| Q&A with: | John T. Gourville |
|---|---|
| Published: | September 6, 2005 |
| Feature: | Research & Ideas |
Consumers like choice—but not too much of it. Presented with too many options, buyers may run to a competitor, says professor John Gourville. Here's what new research says about "overchoice."
Published in 2004
How to Avoid a Price Increase
| Q&A with: | John T. Gourville |
|---|---|
| Published: | June 28, 2004 |
| Feature: | Research & Ideas |
Consumers hate price increases, but what is a company to do when material costs skyrocket? One answer: Think small. Professor John Gourville considers the alternative in this Q&A.
Published in 2002
Use the Psychology of Pricing To Keep Customers Returning
| Q&A with: | John T. Gourville |
|---|---|
| Published: | September 30, 2002 |
| Feature: | Research & Ideas |
When to charge for a product or service can be more important than how much to charge, says Harvard Business School professor John Gourville. If you want to build long-term loyalty with customers, you better understand the difference.
